Client loyalty is a hot topic on many LinkedIn groups. It is something every firm needs, but often
an elusive chase as more clients began to focus on price over service. Gary
Chapman’s book, The Five Love Languages, is a how to on understanding and
expressing your love for one
another. In a similar way, we need to
know the love languages of our clients in order to build loyalty and turn our
best clients into advocates. Chapman’s
focus is not on physical love but on the characteristics like words of
affirmation, gifts, quality time and acts of service.
Jesus gave his followers a command to love one another as
you love yourself. It might be a good
idea to follow this advice when dealing with clients, or at least listen to
what Chapman has to say.
In my strategic selling seminars I make sure attendees
understand that every decision maker (Economic, user and technical) has two primary motivators for making a buying
decision. The first is the business win
and the second is personal. Therefore,
the first two love languages of client loyalty are the business win and the
personal win. What is a personal win? Will a successful project result in a promotion for this person? Will it elevate him in the eyes of his peers? Will the finished project enable the person to have more free time? Is there a bonus on the line?
Everyone probably knows what the business wins could be, but do you know the specifics for each decision maker? The business win relates directly to the promise you made to the client and how you delivered your services. Company growth, ability to serve customers more efficiently, improving employee morale, increasing stock vaue, reducting risk and bottom line improvements are all related to the business wins a client can have.
Hobbies also relate to love languages. Does the client golf, hunt , fish or attend the opera? Do you connect with any of these? Is the client a collector or attends auctions on the weekends? Is he a sports enthusiast? Is art her hobby? Are you interested enough to participate?
Family is the next love language. What do you know about the family, birthdays,
anniversaries, or children’s activities?
I was impressed with a woman who told me the client loyalty exercise she
embraced a few years ago. There was a
children’s program at the Chicago Theater and she thought her children would
love it. Instead of purchasing tickets
for her family, she bought tickets for her family and the families of three of
her clients who had children the same age as hers’. When she contacted the clients about the
event, she told me the response was priceless.
The event became a talking point with her clients for years afterwards.
The Judds once proclaimed, “Love can build a bridge.” We need
to have bridges built between our promise, the services we deliver and our
clients. Therefore, building loyal clients also requires the
following ingredients: Listen, take
time, be available, accommodate whenever possible, educate, be honest with them
about the good, the bad and the ugly and providing great service. Notice that price has never entered into the
discussion in this article.
Developing loyal clients is more an art than it is a
science. However, when you start to
focus on the love languages of client loyalty you are on the path to building
client loyalty and creating advocates.
